Dive Brief:
- Beyoncé is launching a hair care line called Cécred on Feb. 20, according to a post last week on the singer’s Instagram account.
- While exact details about the line have yet to be revealed, the company in June 2022 filed a trademark request with the U.S. Patent and Trademark office and was approved to produce hair care, candles, vitamins and hair growth stimulants, electric hair styling tools, hair brushes and combs, pillowcases, sleeping garments and more.
- Beyonce hinted at the idea of a hair care line in May 2023 with a post on Instagram that proclaimed “I can’t wait for you to experience what I’ve been creating.”
Dive Insight:
In the Instagram post from May of last year, Beyoncé wrote a note to her more than 319 million followers that touched on her early hair experiences at her mom Tina Knowles-Lawson’s Headliners salon in Houston. “How many of ya’ll knew my first job was sweeping hair in my mama’s salon? Destiny’s Child got our start by performing for clients while they were getting their hair done. I was exposed to so many different kinds of entrepreneurial women in her salon. I saw firsthand how the ways we nurture and celebrate hair can directly impact our souls. … I’ve always dreamed of carrying on her legacy.”
Beyoncé’s Feb. 7 Instagram post consisted of a short, grainy home video of what appears to be her mom’s salon. The only words on the post were “Hair is sacred. The journey begins Feb 20. Visit CECRED.COM”.
Beyoncé joins a growing list of celebrities launching brands, especially in the beauty space. According to a JLL report released last summer, 53% of all celebrity retail brands fall within the beauty category. Rihanna launched the Fenty Beauty brand, Jessica Alba built the Honest Co. brand and Selena Gomez created the Rare Beauty brand. And in the hair care space in particular, Jennifer Aniston launched her brand Lolavie and Tracee Ellis Ross operates the Pattern Beauty brand.
Not all celebrity launches have proven successful though. Kristen Bell’s CBD skin care brand Happy Dance in January 2023 shut down and her Hello Bello baby brand filed for bankruptcy in October. Ariana Grande’s beauty brand R.e.m. Beauty was part of the portfolio of Forma Brands, which filed for bankruptcy in January 2023. Grande in February 2023 ended up buying her beauty brand’s assets from Forma Brands in a $15 million deal.
Beyoncé is not new to the beauty space, having launched her Cé Noir perfume. Her first perfume was introduced in 2010 and to date she has 15 different fragrances.
